Sustainability is in vogue. All destinations yearn to be sustainable and it makes sense, because the trends that were evident before the pandemic, of new travellers, mostly centennials, who began to demand experiences that showed that the resources they left behind had a positive impact on the local economy, after the Covid-19 blow, became a basic requirement when talking about competitive advantages in the context of a fierce over-supply of travel options.
Being a tourism journalist has advantages, because while I travel to destinations I move around half invisible (I take photos, I ask questions, I enter every place I can and I venture, and it is always well received) and I can see how in the case of sustainability, there is a universe of initiatives that claim to be sustainable, as well as projects led by consulting teams that take models and formulas to places far from the cities, so that the territories join sustainability and thus generate business opportunities through tourism.
But, and this is the purpose of what I share with you in this reflection, if it is fashionable to be sustainable and it has objective advantages, why is it that when emerging destinations are intervened and advised, after the financing or the project ends, the magic ends and what progress was made disappears?
Well, what I have gathered in my research work and the tours that I have fortunately been able to experience, gives me this answer:
Because if it is not what the community really wants, if the identity, the traditions, the sacredness of the place are not preserved, rescued and respected, and if the community is not empowered, whatever is done will surely die in the short term.
It must be built together with the people, the families and the focal actors of the territory. It is a long-standing work, where trust is built, where views are shared.
Public-private governance, a consulting team, a diversification project, a training plan. It is not welfare; it is co-creation and support to strengthen human skills and empower; with the design of public policies that support the process and provide guarantees with the conditions so that after the work is left in the hands of the community, it can be done autonomously and be viable.
From the practice of tourism communication, there is an important responsibility. Because communicators, regardless of their speciality (for example, a journalist and a publicist complement each other. They do not do the same thing) we are the bridge to unite the worlds.
Everything needs effective communication that brings to a simple, timely and appropriate language for that specific community, the elements of judgement so that in a context that values, respects and integrates the vision and vocation of the destination community, the foundations, structure and execution of the value proposition and the authenticity of the place are woven.
An endogenous development methodology is a path that I personally applaud for its good effect in achieving these processes.
There are examples of success that started as diversification actions for internal demand and that today are awarded and followed as inspiring experiences: the model of the Posadas Turísticas in Paraguay; the case of the Feria de las Flores in Medellín, Colombia and the Pueblo Mágico del Tequila in Mexico, are good examples that I recommend you to investigate and learn how they did it and why they did it the way they did it.
You will surely get excited because their stories of work and transformation are wonderful and seductive. And because they work.
Enjoy these videos about the examples I'm telling you about. Because #communicareslaclavesiempre
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